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In addition, one could also discuss the perception of when a treatment is effective: smokers in our study often expressed that smoking cessation aids were ineffective because they did not make them quit smoking after their use.
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Internet-based interventions for smoking cessation could help millions of people stop smoking at very low unit costs; however, long-term biochemically verified evidence is scarce and such interventions might be less effective for smokers with low socioeconomic status than for those with high status because of lower online literacy to engage with websites.
Advertisement (ad) rating studies conducted with smoking cessation ads have provided important insights into the types of messages that are likely to be most effective with smokers [ 11– 15].
The pictorial health warnings were perceived to be more effective because smokers could see the pictures directly with messages, or even without messages.
Rosen et al. [ 19]. conducted a meta-analysis of studies evaluating the process of change and found that cognitive processes such as "consciousness raising" were more effective among smokers at the pre-contemplation and contemplation stages.
Moreover, recent data suggested that checkpoint inhibitors could be more effective in smokers (Soria et al, 2013), where somatic gene mutations are frequent, suggesting a potential different expression of PD-1/PD-L1 in presence of specific molecular events including KRAS mutations.
Further, health warning labels have been shown to be effective in educating smokers about the harmful effects of cigarettes 11 but have not been tested among waterpipe smokers.
Health warnings that convey the adverse health effects of tobacco use are shown to be highly effective in motivating smokers to quit and discouraging nonsmokers from starting.
Studies have shown that such graphic advertisements are effective in persuading smokers to quit, but they have also often led to opposition from smokers, who call them alarming and demeaning, and to efforts by the industry to end financing for the ads.
GHWL are most effective in non-smokers and a desensitisation effect was observed in smokers and patients with COPD.
Advertising like this is extremely effective at helping smokers make the cognitive changes needed to quit.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com